To increase the loyal adult following of MINSKAYA-4 mineral water and its associated products: MINSKAYA drinking water
and MINSKAYA light.
To develop a unique social media style appealing to the 30+ audience.
Women over the age of 35 from Minsk and other regional cities were selected as the optimal customer persona.
The core concept of the strategy was relaying essential family values through content.
Warmth, love for one's family, caring with MINSKAYA-4. A well as some useful content for insta-housewives
Photo and video production included a thourough selection of models: "cozy-looking" couples, cute kids and tough athletes.
The whole instagram feed adopted a checkerboard pattern with clear destiction between types of content.
A sequential strategy was created:
– promoting posts to the target audience
– sponsoring influencers
– conducting giveaways
The UpClient team has achieved the following results:
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6 387New subscribers in 1 year
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0,31 BYNCost per subscriber
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5,76 %ER VKONTAKTE
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18,1 %ER INSTAGRAM
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13031Mothly engagement: likes + comments + shares + saved posts
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1 149Comments per month
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2 345Account visits per year
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309 541Reach per month
Thus we were able to increase the loyal adult following of the MINSKAYA-4 mineral water brand as well as its associated products, develop a unique social media presence
catering to the 30+ audience, and meet the KPI requrements.